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Flows: A flow is an email triggered every time a certain behaviour occurs, like abandoned cart emails.
Campaigns: A campaign is a one-time send to a group of contacts, like a promotional email or holiday blast.
Segments/Segmentation: The division of email subscribers into smaller segments based on set criteria.
Open Rates: Percentage of subscribers who open an email out of the total number of subscribers.
Start strong with a good core sense of brand identity and email organisation, using these tips below, before launching into the gritty stuff.
You’ll start strong in your email marketing journey if you cover the basics of understanding your brand and your plans to develop early. Consider your current and desired revenue gain through email - there is always room for growth!
We find Klaviyo and ActiveCampaign can be most useful in recording this email data and enabling the growth and success you need, however there are many good email platforms available. Make sure the one you choose has good deliverability rates and that the features you need to build automations + tag and segment your audience are available. If you’re running paid traffic campaigns you’ll also want to make sure your email platform integrates with your store, so that you can create, for instance, custom Facebook audiences.
Find a way to encourage people to sign up to your mailing list. It can be a good idea to do so through a signup form on your website or landing page. It’s crucial to then segment your audience by breaking your list into much smaller lists to tailor to more specific interests. It stops your emails from getting sent out on a mass basis and keeps it personal (which REALLY makes the difference in open rates!) Typically, it’s a connection tactic to deliver relevant email marketing to subscribers based on geography, interest, purchase history, gender, engaged over the last … days and more.
Hot Tip: Try to avoid “sign up for VIP list” comments to gain subscribers, it’s only successful for very well-known brands. Instead, give people a compelling reason to sign up, such as a discount on their first purchase.
Consider the naming conventions you’ll use for flows and campaigns.
It’s a good idea to follow the formula:
Type of Flow (Pre or Post Purchase) | Flow Trigger | Flow | Flow Name
Which might look a little like this:
Pre | Shopify | Flow | Abandoned Checkout
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Be ready to test your emails regularly to make sure you’re getting the best possible result. A lot of providers will enable you to do this through an easy setup. You can delay test your emails, or A/B test them, by splitting them up as random samples (usually just 50%) and sending out the same email, or even different emails, with different variables to compare the results.
Considering these key core elements of email marketing, regardless of which stage you are at on your marketing journey, will ensure a strong foundation for your brand and audience, setting you up for open rates at an all-time maximum!
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Giveaway Campaigns can be a little risky, as they won’t always hit their revenue targets. Collection or Product Campaigns, where you are taking people straight to a Collections or particular Product page, offer more points of approach. Mix these up with email campaigns that aren't all sales-driven (because nobody wants to be pounded with the "Buy Now" button every time). For instance, we once sent an email with a subject line of "Lazy Sundays ... xo" that reminded readers how fabulous they are. We didn't include a "Buy" button at all - just made them feel good. That email brought in over $700 in sales as a by-product!
This welcome sequence is plug-and-play - all you need to do is make a copy of the document, fill in the blanks and hook it up to your CRM.
The rest is easy - just sit back & relax with a good cuppa and watch the connection soar!
Just like the welcome sequence, this is plug-and-play, meaning it can be up an running in just minutes!
Every week you'll get one actionable tip to make your marketing more profitable.
